Creating the “Desired Mindset”: Philip Morris's Efforts to Improve Its Corporate Image Among Women

Abstract

Through analysis of tobacco company documents, we explored how and why Philip Morris sought to enhance its corporate image among American women. Philip Morris regarded women as an influential political group. To improve its image among women, while keeping tobacco off their organizational agendas, the company sponsored women's groups and programs. It also sought to appeal to women it defined as “active moms” by advertising its commitment to domestic violence victims. It was more successful in securing women's organizations as allies than active moms. Increasing tobacco's visibility as a global women's health issue may require addressing industry influence.

KEYWORDS:

• women's organizations
• tobacco industry funding
• corporate social responsibility
• tobacco industry public relations

Notes

This research was supported by grant CA120138 from the National Cancer Institute.